Meta’s shift away from politics is forcing campaigns to change their outreach tactics, transforming the 2024 election.
A mobile billboard outside the Meta headquarters in Menlo Park, Calif., on Jan. 17, 2023. Days after President Donald Trump clinched a surprise victory in the 2016 presidential election, Mark Zuckerberg touted his company’s influence in politics. The CEO proclaimed he was “proud” Facebook had given many “a voice in this election.”
An advertising sales team, which once embedded with the Trump team during the 2016 election, is now responsible for many of their previous responsibilities, the people said. Still, in tight races across the country, neither Democrats nor Republicans can afford to ignore Facebook — the world’s largest social media network. Political ad spending on social media is expected to almost double from $324 million in 2020 to $605 million in 2024, according to estimates from digital analytics firm EMARKETER.
Research suggests that social media draws an “inadvertent audience” to news about current events, increasing users’ knowledge about politics. One 2020found that deactivating Facebook for the four weeks before the 2018 U.S. midterm election decreased users’ factual understanding of the news and political polarization.
“Facebook knows a lot about its users,” Wilson said. “It’s some of the most valuable advertising data in the world … for political campaigns.”Still, those campaign ads may become more critical in a world in which users are seeing less news and politics on their feeds.
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